Public Relations Journal (Dec 2011)
Twitter as a Public Relations Tool
Abstract
Using in-depth interviews with executive-level public relations professionals, this study explores the uses of Twitter in communications campaigns. Findings suggest that public relations practitioners consider microblogging to be a valuable asset to a campaign’s social media strategy. They believe that Twitter offers a form of communication not offered by other social media applications, and they believe microblogging will continue to be an essential part of an integrated communications campaign.